THE CONTRIBUTION OF INNOVATION IN IMPROVING THE OPERATION OF MARKETING IN BUSINESSES

Nikolaos Tzioras

Abstract


This study will focus on innovation marketing. A first search for the topic of innovation marketing in international literature provides us with many results, most of which focus on the marketing of technological innovations rather than the innovation that can be found in marketing. Recently, there have been some theorists who have dealt with the issue by broadening the concept of innovation and integrating it into innovation marketing. On the basis of the limited reference to this, the aim of this study is to define innovation marketing as a distinct form of innovation and to propose a measurement method to small and medium-sized enterprises operating in Greece.

 

JEL: M10, M31, O31

 

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Keywords


innovation marketing, medium-sized enterprises, development of products, corporate leaders

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